You are starting a new business. Or maybe you’re looking to expand your offering of products and services, acquire another firm or enter a new market. Regardless, the name of your organizational brand will be an important strategic decision. Here are ten helpful best practices to create a name that is captivating and has staying power, so your business can evolve and grow.

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February 12, 2015
10 Best Practices to Name Your Organizational
Brand
You are starting a new business. Or maybe you’re looking to expand your offering of products and
services, acquire another firm or enter a new market. Regardless, the name of your organizational
brand will be an important strategic decision. Here are ten helpful best practices to create a name
that is captivating and has staying power, so your business can evolve and grow.
1. Define what your brand stands for.
This is the logical first step if you haven’t
already laid this critical foundation. It gets
all of your key internal stakeholders
fundamentally on the same page. It makes
it much easier to begin name exploration
and cull your list down to the vital few
names that offer the best potential to
propel your business forward.
This step includes clearly articulating your
mission and vision, core values, and
developing a differentiated brand strategy.
If done correctly, the real value of these
exercises is that they reveal the underlying
meaning behind your brand (beyond
making a profit), and elevate the importance of the emotional attributes associated with your brand. For
most businesses, names rooted in these intrinsic equities evoke stronger emotional connections and are
far more differentiating than names simply derived based on the features and benefits of your offering. It
is best to use an outside facilitator to lead these important discussions – a trained brand strategist with
experience conducting branding workshops who can provide an objective external perspective.
The importance of this first step can’t be emphasized enough. Choosing a name in the absence of a brand
strategy to guide you through the process can adversely impact the health of your brand and your
business. According to Mike Stefaniak, Vice President of Brand Engagement at Hanson Dodge Creative, a
Milwaukee-based branding and digital agency:
“For the sake of getting to market more quickly, companies sometimes shortcut the naming
process and do something they’d avoid doing in other parts of their business: they rush to action
without benefit of a sound strategy or sufficient supporting data. I often point clients to Al Ries
and Jack Trout’s seminal work, Positioning: The Battle for Your Mind. Forty plus years ago, Ries
and Trout argued that the most effective company or product names were created based on a
sound positioning strategy. If your name doesn’t start the positioning process, you’re missing an
opportunity. That wisdom is even more valuable today.”
For the record, here’s that nugget from Ries & Trout:
Source: Forbes.com

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February 12, 2015
“In the past, when there were fewer products, when the volume of communication was lower,
the name [of a new offering] wasn’t nearly as important. Today, however, a lazy, say-nothing
name isn’t good enough to cut into the mind. What you must look for is a name that begins the
positioning process...”
2. Choose a naming method that is best for your business. According to Helga Angelina
Tjahjadi, “5 Guidelines to Choose a Strategic Brand Name,” GB Interactive Media: “there are several
ways to create a brand name… and each has its own advantages and disadvantages.”i
Below are six
commonly used methods. The method you choose should be driven by your brand strategy (see
above).
a. Descriptive Names – These types of names literally describe what you do. This approach can work
well for local businesses with small marketing budgets. However, the downside is that they are
usually not distinguishable and difficult to protect legally. (Examples: John’s Landscaping Service,
West Capitol Cleaners)
b. Abbreviations – This approach makes descriptive names shorter by using acronyms or initials. It is
also often used when there are multiple partners. This method is my least favorite because it is
difficult for most people to remember them without repetitive exposure, and typically requires a
sizable investment in brand building. (Examples: BMW, IKEA)
c. Conjoined Names – “Combines two or more words to give a whole new meaning to the combined
word... This method has a great balance between functionality and creativity. It communicates
what the company does through a partly invented word.”ii
(Examples: Microsoft, Facebook)
d. Founder’s Names – Works best when the founder has a strong and distinguishable character. The
founder becomes the face of the company. (Examples: Tommy Hilfiger, Martha Stewart)
e. Invented Names – “Allows you to insert maximum creativity. Invented names trigger curiosity
among consumers as their imagination will be engaged in guessing what your business is all about.
Think about Google and Yahoo!, what did you think the first time you hear those names?”iii
This
method also requires a significant investment in brand building. (Additional examples: Aquent,
Accenture, Snapple)
f. Metaphorical Names – Emphasizes “the emotions or feelings that companies want to convey
through their brand names. You can use words that elevate certain feelings, have underlying story
or embark cultural symbols for your brand names.”iv
According to Phillip Davis, “Why Metaphors
Make Great Company Names,” Tungsten: “If a picture is truly worth one thousand words, then
what better way to convey your corporate brand than using a metaphor or symbol? With the
hyperinflation of competing alternatives and information overload, these types of names have
the power to disrupt, ‘stick,’ and convey more than the literal product or service a company
offers… The name Kayak is a great example. It is unexpected and includes an element of intrigue.
It gives the listener reason to pause and ask for more. Kayak? What type of company is that?” And
the answer fits the name brilliantly: “an online travel booking site that can move you along, help
things flow, streamline your travel plans, get you on your way, keep things afloat, stay above
water, etc., etc.”v
(Additional examples: Nike, Apple, Amazon, The Ladders, Monster)
3. Generate lots of alternatives. It is important to keep an open mind. According to Matt Gordon and
Nick Foley, “The 8 Principles of Product Naming, Fast Company: “Even the best name may not seem
terrific the first time you hear it. As your name evolves into a brand, it will acquire richer associations.
Give the names you’re considering a chance to grow on you—and try to imagine what they might

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February 12, 2015
stand for five or 10 years down the road.” It’s best to generate a myriad of
alternatives to consider, and not jump too quickly before making your final selection. To arrive at a
name that meets all your objectives, you’ll need a list that’s both broad and deep.
Accenture is a good example. “Thousands of names were created, hundreds were screened, and
scores were considered. One name rose to the top, and now countless conversations center around
this brand’s "Accent on the future."vi
4. Choose a name that stands out. “If you are different, you want to sound different. Use your name
to focus on what makes your brand special. Look at your category and where it’s headed. What do
customers expect? How can your name signal something new?”vii
5. Keep it simple and easy. One or two syllables work best, but preferably no more than three. And
make it easy to spell, pronounce and remember.
6. Make sure it provides flexibility and extend-ability. Tying your name too closely to your current
offering or industry can adversely impact your brand’s ability to remain relevant as your organization
evolves and grows. Furthermore, disruption (caused by rapidly-changing technology or other
unforeseen market dynamics) often forces companies to change their business models over time. A
good name has elasticity and allows space for your brand to change and grow.
7. Make it web-friendly. Web-friendliness includes flexibility to choose an available domain that is not
too long and easy to remember. Your name should be short enough, or have the ability to be
shortened, to work for Twitter (15 character rule). Ideally, your social media names should also be
consistent with your website domain name. And for purposes of search engine optimization and social
monitoring, keep in mind that descriptive names can be quite challenging to work with.viii
8. Consider how well it will translate. Some words in English can have an offensive meaning if
translated literally to some languages and cultures. Various language translation services are available
for vetting your short list of name alternatives.
9. Avoid unattended (vulgar or slang) uses. Simple Google or Google Image searches can help avoid
many of these pitfalls.
10. Check for trademark-ability. Make sure that you don’t choose a name that is already trademarked.
Similarly, a name that closely resembles an already established brand name, can create consumer
confusion and/or result in legal action to prevent you from using it. Search tools are available at
USTO.Gov (United States Patent and Trademark Office) or Trademarkia.Com (LegalForce
Trademarkia) to prevent these types of situations from occurring.
In summary, while there is no simple, one-size-fits-all formula, following these ten best practices
will help ensure that you are making the best strategic decision possible when naming your
organizational brand.

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February 12, 2015
About the Author
R. Jay Olson is a freelance brand strategist located in Menomonee Falls, WI, USA.
Jay’s specialties include: Brand Strategy Development, Brand Architecture and
Portfolio Strategy, Brand Naming/Nomenclature, Integrated Digital and
Traditional Marketing Communications, Internal Branding, Thought
Leadership/Content Marketing, Consumer Insights, Qualitative and Quantitative
Primary Market Research Studies, and Marketing Performance Measurement.
His branding experience is broad and deep in both B2B and B2C, spanning a
diverse array of industries: retail, healthcare, technology, restaurants, financial
services/banking, business services, consumer packaged goods, manufacturing,
printing, distribution/logistics, and associations/nonprofits.
Jay’s 30-years plus branding experience is multifaceted, including both sides of the desk – as an agency
co-owner, senior brand strategist and independent consultant, and on the corporate side as a marketing
executive and brand manager. He is passionate about helping entrepreneurs, business leaders, brand
managers and marketers drive business transformation and build powerful brands. During his career, Jay
has had held key positions at Quad/Graphics, Phoenix Marketing Group, Marcus Restaurants, Muer
Seafood Restaurants and the Ralston Purina Company. He is a graduate of San Jose State University and
was an honorary faculty member at Michigan State University School of Hospitality Business.
Jay has been a guest presenter at leading organizations, including the American Marketing Association-
Milwaukee Chapter, the Wisconsin Direct Marketing Association, AFS 2010 Marketing & Selling of Castings
Conference, Michigan State University School of Hospitality Business, and the National Restaurant
Association Annual Marketing Conference. Recent speaking topics have included: “The Transformational
Power of Branding,” “Transforming Your Website into a Powerful Strategic Weapon” and “Measure What
Matters Most.”
If you have questions or would like to discuss aspects of this article further, feel free to contact Jay directly
at ralphjolson@gmail.com.
i
“Five Guidelines to Choose a Strategic Brand Name,” Helga Angelina Tjahjadi, PB Interactive Media, 1/08/2013
ii
Ditto i
iii
Ditto i
iv
Ditto i
v
“Why Metaphors Make Great Company Brand Names,” Phillip Davis, Tungsten, 3/15/2010
vi
“Eight Principles of Product Naming, Matt Gordon and Nick Foley, Fast Company, 2/24/2012
vii
Ditto vi
viii
Ditto i